Emotion belongs in advertising. That’s where the connections are made. Put another way, if you want to “win hearts and minds,” you better make people feel something.
Like so…BBDO/New York taps the soft spot with this spontaneous moment:
https://youtu.be/FpdKo6JnQJA
According to Campaign, when Alex Guthrie set his guitar case down in Atlanta’s Woodruff Park and began to busk, he thought he’d finally had his big break. The musician was starring in a short film for American Family Insurance.
After three or four warm-up takes, he began to sing once more. Only this time another voice joined in—Jennifer Hudson. A shocked Guthrie’s eyes widened, but he regained his composure and the two finish singing Bill Withers’ 1977 hit “Lovely Day.”
“The first thing he said when he was done was, ‘Can I call my mom?’” said Susan Golkin, executive creative director at BBDO.
Jennifer Hudson also teamed up with the Morehouse Glee Club to #DreamFearlessly.
https://youtu.be/cwhQEeDL4Cw
